“Also, the growing disposable income of the Brazilian middle-class population is resulting in more consumers opting for healthy food and beverages, which is stimulating the demand for kombucha”
In this market research report, Technavio covers the market outlook and growth prospects of the global kombucha market for 2017-2021. The market is further categorized into two product types comprising of organic kombucha and non-organic kombucha, of which the organic kombucha segment accounted for more than 95% of the market share in 2016.
“The global kombucha market is growing at a steady rate, especially in developed regions like the Americas and Europe owing to the growing incidences of chronic diseases like diabetes, high blood pressure, cancer, and osteoporosis,” says Manjunath Reddy, a lead food research expert from Technavio.
Technavio’s research analysts segment the global kombucha market into the following regions:
Americas: the US and Canada have the highest demand for kombucha
The US and Canada have the highest demand for kombucha within the region. Kombucha is used and recognized for its energizing traits and other health benefits. In North American countries, kombucha tea is consumed on a regular basis by dancers and professional athletes, and they often report fewer muscle strains, arthritis pains, and common aches.
Also, the presence of American trade organization for tea brewers, Kombucha Brewers International, is increasing the popularity of kombucha tea within the region. The range of retail outlets like convenience stores and grocery and health food stores in the US and Canada that sell kombucha is helping to attract more consumers. These retail outlets allow both planned and impulse purchases of kombucha products. Players like GT's Kombucha, KeVita, and Health-ade are popular in the region.
“Also, the growing disposable income of the Brazilian middle-class population is resulting in more consumers opting for healthy food and beverages, which is stimulating the demand for kombucha,” says Manjunath.
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EMEA: growing focus on health-oriented foods to boost growth
In 2016, Europe was one of the largest markets in the global kombucha market. The key driver for the market is the growing focus on health-oriented foods such as kombucha. Western European countries such as the UK, Germany, and France were among the leading countries driving the growth of the kombucha market. In Germany and France, the demand for organic kombucha is increasing and is expected to witness a positive performance during the forecast period, driven by increasing concern about health and wellness among consumers.
The kombucha market in MEA is growing at a slow rate owing to the low awareness among consumers about the health benefits of kombucha. Marketing and promotion of kombucha can help in increasing the awareness and buying desire among potential customers.
APAC: high consumption of kombucha in China
Compared to other regions like North America and Europe, the demand for kombucha is still low in Asia-Pacific owing to its high price. Currently, affluent and informed urban consumers are adopting kombucha in large numbers, and they are willing to spend more on healthy products like kombucha.
In China, the consumption of kombucha is higher as compared to other countries in the region as kombucha originates from this country. In India, the demand for kombucha is expected to increase due to factors like rising population, increasing urbanization, developments in the transportation sector, and the requirements of exports markets.
The top vendors in the global kombucha market as highlighted in this market research analysis are:
- Millennium Products
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